Part 3: The Philosophy of Word-of-Mouth Marketing
The WOMMA site has a nice section defining Word-of-Mouth Marketing. In the next several post, I’ll be taking my material from that site.
Below is Part 3.
Word of Mouth is …
- The voice of the customer
- A natural, genuine, honest process
- People seeking advice from each other
- Consumers talking about products, services, or brands they have experienced
Word of Mouth Marketing is …
Recognizing that a happy customer is the greatest endorsement
- We work to create customer enthusiasm instead of pushing marketing messages
Giving customers a voice
- Providing something worth talking about
- Providing tools that make it easier for them to share their opinions
Listening to consumers
- Engaging them in open, unfiltered conversation
- Promptly and honestly responding to their concerns
- Valuing customer opinion, whether it is positive, negative, or neutral
Engaging the community
- Finding the right people and connecting them to each other
- Helping new communities to form
- Participating in and supporting existing communities and conversations
The only marketing based on genuinely passionate people
Word of mouth marketing is the most honest form of marketing, building upon people’s natural desire to share their experiences with family, friends, and colleagues.
Our work empowers peoples and gives them a voice … a process that can never be reversed. If we succeed in satisfying our customers, we will benefit greatly because they will share their enthusiasm and support our brand. But if we fail, that same voice will hold us accountable and broadcast our failings.
Only honest marketers with confidence in their products dare engage in word of mouth marketing — because it will backfire if the promise of your marketing message isn’t backed up by reality. Once you give people a voice, they will tell the true story of your company, good or bad.
Word of mouth marketing is self-policing and pushes marketers to create better products and provide genuine satisfaction.
NEXT: Organic vs. Amplified Word-of-Mouth Marketing
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